ITC Industry News Bulletin #37

In this week’s airline, travel and tourism news, it’s all about the celebs. Taylor Swift recently gushed about NZ in an exclusive behind-the-scenes video about her music clip Out of the Woods, while Aussie celeb Megan Gale has joined forces with Tourism New Zealand to promote NZ cycle trails.

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With more than 65 million followers on Instagram and a legion of devoted fans across the globe, Taylor Swift is one of the most influential celebrities of our time. It bodes well for New Zealand, then, when she publicly gushes about our country.

“We are in New Zealand on one of – not one of – the most beautiful beach I’ve ever been on in my life,” the star said in a video that’s recently emerged from her time filming the music video for Out of the Woods on Bethells Beach.

Tourism New Zealand marketing manager Andrew Fraser told 3 News that you can’t put a price tag on this type of exposure.

“Certainly someone of her scale, 74 million Facebook fans, choosing to come down here on holiday with her family before Christmas – money can’t buy authentic endorsement from a superstar,” Mr Fraser said.

In another display of the power of celebrity influence, Australian model, actress and fashion designer Megan Gale is joining forces with Tourism New Zealand to promote the New Zealand Cycle Trail (NZCT).

A familiar face in many Australian homes, Gale is best known for her work as a model, and more recently, her role in Mad Max: Fury Road.

Tourism New Zealand is launching a new digital campaign featuring images and videos of Gale enjoying national cycle trails in a bid to increase awareness about NZ cycling tourism in the Australian market.

“Megan’s influence and family connection to New Zealand will no doubt increase awareness and preference for New Zealand as a world-class cycling destination,” said Tourism New Zealand marketing manager Andrew Fraser.

For her part, Megan says she’s incredibly excited to be a part of this campaign.

“New Zealand is in my blood – my mother is part Māori so my connection to New Zealand has always been strong and the opportunity to promote New Zealand as a destination and its Great Rides is incredibly exciting,” she said.

Rotorua Museum is enjoying a surge in domestic visitors with its first-class exhibitions drawing in New Zealanders from all walks of life. Museum director Stewart Brown told the Rotorua Daily Post that he believes this recent success comes from “understanding the audience” and “showing our diversity and relevance to the community.” Read more.

The Department of Conservation is considering charging international tourists to use New Zealand’s national parks due to concerns about how the current tourism boom is impacting the environment. Read more.